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Growing MICE business receives boost

December 23, 2014 6:00 pm

A Convention Bureau has been established to meet the growing demands of the Meetings, Incentives, Conferences and Events (MICE) segment within the tourism industry.

Tourism Fiji says the MICE business is incredibly important for the Fijian tourism industry, as visitors in this category have a higher average daily spend than most leisure visitors.

MICE business works well during Fiji’s low season – a time when it can be challenging to encourage leisure visitors from Australia and New Zealand.

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Until now, Fiji has not had a co-ordinated approach to marketing for convention and conference travellers, leaving it to individual operators to largely work on their own.

The Tourism Fiji Convention Bureau will focus on two key areas.

Firstly, it will brand and market the destination to this sector. Secondly, it will be an impartial body to coordinate bids for large scale events and programmes.

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